Marketing for Profit - a one day certified course. Get a better return from your marketing
New course dates coming soon - or book your own in - house programme
Sheffield / Doncaster / East Midlands
9.15 - 4.30pm
‘This is the first time marketing has been successfully explained to me’
is just one of the comments from a recent course participant. This full day PRACTICAL workshop (with no embarrassing role play) shows you – using everyday language - how to make more of your marketing. By attending this one day workshop you will be able to REVISE or PRODUCE your own MARKETING PLAN
Also available as a 2-day 'producing a marketing action plan (MAP)
This fast paced and highly informative workshop is devoted to discovering how the effective use of marketing can substantially improve the PROFITABILITY of your business. During the day you will explore the key concepts of marketing in relation to your specific Organisation, learn skills and techniques to improve your return on marketing expenditure and discover the key elements of a marketing plan.
This fast track workshop is ideal for anyone new to marketing or anyone wanting to re-visit their current marketing strategy in order to further improve their marketing response
Course aim:
To improve our understanding of how marketing can improve our profitability
Course objectives:
1. To encourage a marketing led approach to business
2. To help us recognise any weakness in our marketing plan
3. To enable us to produce or revise a marketing plan
By the end of the course you will:
• Know the key elements of the marketing mix
• Understand the concept of product / service positioning
• Be able to undertake a marketing internal audit
• Know how to undertake a marketing research programme
• Be able to produce or revise your marketing plan
This workshop (and resource manual) is divided into 8 key sections
Section 1:
Is marketing an art or a science? In this section we get to grips with the concept of marketing highlighting the key elements to successful marketing. We will also define what we mean by marketing and what purpose it plays in the success of our business.
1. The principles of marketing. From Henry Ford to Steve Jobs and did Henry Ford really say ‘you can have any colour you like so long as it’s black’
2. The changing face of marketing. From Transactional to Relationship. The development of a customer – centric marketing strategy
3. The marketing concept – the basic principle on which to base your marketing strategy
4. The better mousetrap fallacy – why it’s not true that ‘he who builds a better mousetrap will have a path beaten to their door’
Section 2:
This stage is about helping us understand the ever - changing market place in order we can respond accordingly and profitably.
1. The market – place – undertaking an internal marketing audit
2. Understanding why customers buy from you – competitive advantage – SWOT analysis(internal / external)
3. Knowledge is power. The importance of efficient marketing research – secondary and primary
4. The 8 most popular methods of undertaking marketing research.
5. Your competitors – exploiting your competitive advantage
Section 3:
The product offering is far more than simply supplying the product or service to the client or customer. The product is only one part of the offering. During stage three, we identify the 5 types of BENEFITS and how to select the right one – this is what customers buy.
1. P is for Product – is it still right for the market? 
2. Product perception – how your potential customers perceive the value of your product or service
3. The production of a product perception survey – to determine your product’s ‘position’ in the market place (see section 4)
4. Developing your USP (unique selling proposition) and UPB (unique perceived benefit)
5. How to differentiate your products or service
6. Product led or customer driven – features v benefits (the 5 key benefits)
7. What business are you REALLY in (think Walt Disney)
8. Product life cycle – plotting where your product or service is on its life cycle and knowing what to do and when
9. New product development – the 3 ways main ways that new products are created
10. The 3 golden rules for developing new products
11. Why products fail – the 6 key reasons
Section 4:
1. The creation of a marketing strategy – using behavioural science to help us identify opportunities
2. Customer needs versus customer wants
3. The Marketing mix – the basis of a marketing strategy
4. Target marketing – defining your customer or client
5. Developing different marketing strategies to appeal to your target market
6. Product positioning – the development of a positioning statement
7. The FUD factor and how to alleviate it
8. Re-positioning. How to ‘rescue’ a failing product or service (using a background of win and lose examples)
9. Distribution of your product or service – your route to market
Section 5:
In this section we will look at all the key elements of how you create a sustainable competitive edge. In this section we also consider the importance of branding or ‘Selling through your name’. How to create a strong image that reflects the ethos behind the business.
1. Marketing tactics – the development of a competitive edge
2. The benefits of branding – selling through your name
3. The key factors that ‘add value’ to your Organisation
Section 6:
Pricing. Probably the most difficult and yet without doubt the most important part of your marketing plan.Here we consider how to choose the ‘right’ price and how a small change in pricing can have a devastating effect on your profitability.
1. Producing a pricing strategy – the 2 main types
2. Choosing a pricing policy – how to create a (selling) price point
3. From differential pricing to psychological pricing
4. How raising prices by a tiny amount can have a significant impact on the bottom line. Minimum discount = maximum profit
Section 7:
1. The measuring of effectiveness – how to create a customer feedback survey
2. External factors that can affect your marketing plan – undertaking a PEST analysis
Section 8:
How to turn SMART objectives into an achievable plan – the key steps to follow
1. The production of a marketing plan – advantages / disadvantages
2. The 10 key elements of a marketing plan
The TOTAL investment to discover how to GET A BETTER RETURN FROM YOUR MARKETING IS JUST £195* (NO VAT) per person (with discounts for 2 or more) and INCLUDES